Thursday, 18 October 2012

Following
on from reminding myself I should look outside the UK more often, I also need to
look outside the charity sector more. We can be quite mired in a ‘them and us’
mindset, so I’ve been going to sessions that bring in commercial sector
examples.

To be
honest I’ve enjoyed the sessions, but have I learned a lot? What I’ve found
interesting are the similarities. I think we know that, but do we think about
it? Just a couple of examples:

The testimonial model. E.g.
I’m an Australian cricketer who has lost my hair. Buy this and it will
grow back = I’m a celebrity who has seen it with my own eyes, give now and
save lives.

I’m also
sure that there is a lot more that we would like to do in the sector but can’t.
Often we just can’t justify the spending involved. I saw an example from Cadbury’s on
Wispa chocolate bars. Fascinating stuff. However, the heart of the matter is that: “This was
done on a really low budget. Hundreds of thousands of pounds rather than
millions.”

Lovely
I’m sure. But the day “hundreds of thousands of pounds” becomes something I can
do where I work is probably going to be the best day of my fundraising life - so long as it's direct response :-).
And that’s the same for a large proportion of charities.

Of
course, there is always something that can be learned – even if it’s that I
need to work harder and smarter so that I can deliver the above!

For your
interest here are some case studies I saw, and some learning we could (if we're
not already) apply to the charity sector:

I do have
one absolute favourite thing from today. It has nothing to do without looking
outside the sector. The one thing that has given me the most pleasure is that I
met a man who works for a charity that mails their donors 25 times a year.Yes,
you read that correctly.

Then when
they say they want less mailings he can reduce them to six or 12 and they’re
really happy about that. I think that’s just brilliant!

Wednesday, 17 October 2012

It’s day one
and a bit of the IFC in Holland and already I’ve been struck by the things I have learned.
So, I thought I’d share a few.

1. Team working
can be a challenge, but also a pleasure

The
Masterclass I attended was built around a real case study and the problems of
an organisation. And we had to work hard – and in groups. Working in groups is
always interesting but when you know hardly any of the people, all come from
different countries, backgrounds, experience, types of fundraising and are
communicating in a language which might not be a mother tongue, it can lead to
a challenging experience.

So, I learned
some patience. It really is a virtue. It’s something I do struggle with – I’ll
admit to that. But the work really demonstrated the power of listening, talking
and working together. I enjoyed it.

Note to self:
I should do this more often.

2. Step outside
of your comfort zone

The first
workshop I went to was about corporate fundraising. This is not my discipline
of fundraising, so I attended to broaden my horizons and hopefully learn some
new skills. And, following on from my Masterclass experience, I wanted to step
into my colleagues shoes and see what they experience on a daily basis.

It was great.
I learned that NGO’s are from Venus and Corporates are from Mars. I learned
that it’s bullshit (sic) that Corporates give because it feels good. In the
words of our presenter, “Why should businesses care about that?”

I learned
that, “If you want to dance with the wolves, you have to behave like them.” For
a corporate fundraiser, this is probably nothing they don’t already know. For a
digital and direct marketing fundraiser it made perfect sense, but was great to hear.

Note to self:
I should do this more often.

3. Look outside the
UK

One thing
I’ve always loved about attending the IFC is the opportunity to talk to, and
learn from, amazing fundraisers from all over the world. I know what charities
are doing in the UK – I’m an avid watcher of fundraising, reader of blogs and
reviewer of competitors.

Attending
always reminds me how much I forget to look outside of the UK for ideas and
inspiration. There are brilliant fundraisers all over the world. And we should look to them more. Amongst many examples today, these two stood out for me:

I realise I have
to admit to always cringing inwardly about the thought of sitting in a room
full of fundraisers at a plenary session, listening to people tell me how wonderful we are and how
we’re changing the world. I might be tempted to roll my eyes at the whoops of enthusiasm and I wonder where did this cynicism come from?

Because, you see, I LOVE what I do. I know
why I do it (I do want to make a difference), and I am passionate about
fundraising in every form. So why do I react like this?Why does the thought of people whooping
because they’re motivated and inspired embarrass me?

I’m not going to start
analysing myself intently. The answer is clear. I just need to get over it. Go
with the flow. Feel the love. And join in. Even an old cynic like me can be
inspired and motivated by a plenary session full of passion and joy.

Note to self:
I should do this more often.

5. And lastly,
don’t drink too much on your first night

Getting up
with a hangover and not enough sleep is something I really should have learned
by now....Sometimes it really isn’t possible to teach an old dog new tricks.

Note to self:
This is not something I’ll probably ever learn and will, in fact, do this more
often.

Monday, 8 October 2012

Imogen
Ward, Director of Marketing and Communications at Merlin, blogs on the seven
questions every fundraiser should ask a potential donor.

Silence is golden...

Anyone
who has ever attended one of the great Karen Osborne workshops will know the
power of silence. That indeed the most important skill any fundraiser should
have when faced with a potential donor is probably the one that most of us
struggle with.

And
this is the ability to, well, shut up. To keep still, quiet and schtum.

Because,
ladies and gentleman, listening to our donors is the only way that we will make
any sense when we do actually open our mouths. In an ideal scenario any
questions we ask will be prompted by the nuggets of insight gleaned from the
donor's monologue. Thus the eloquent donor will allow us to effortlessly and
elegantly prompt more insight, more engagement and ultimately dosh...

But
what happens if our donors need - let’s say - some encouraging? Let’s face it,
they often do! So I’ve asked colleagues from the world of fundraising in the UK
and the US for their thoughts and here are a few recurring themes.

Two
assumptions! We’re talking about a six figure gift potential here and it’s
early on in the relationship. It is not conclusive of course…there are heaps
more options…but we feel this is a good starting place.

1.
Tell me a bit about why
you support x? Now obviously you’ve done your research so
you’ll be able to speak about any past giving that you are aware of…and allow
the donor to speak about this relationship. You’ll find out heaps. You’ll also
find out about support which perhaps isn’t in the public domain….and probably a
lot about personal life and motivation.

2.
What’s been the most motivating
part of this relationship? Again hopefully this will give you
insight on what pushes buttons, what rings bells and, if you’re lucky, a few
clues to anything that was a big turn off.

3.
What part of my
charity’s work do you find the most interesting/inspiring?
Hopefully the above has allowed you to move effortlessly onto your cause.

4. There are lots of ways I can get you
more information and insight on this project/country/programme…what’s best for
you? Now depending on how early into the relationship this is,
this could be where you introduce that visit to your office to meet the
Programme Director or the CEO or even the Chair. It is also when you can ask...

5. How would you feel about visiting
one of our programmes/projects? I went to x recently and it was
fascinating….? For my charity, Merlin, this would entail a trip to difficult
and dangerous places. For others this would be more straightforward….but
whatever the ‘seeing is believing,’ options are, a mention here opens more
dialogue.

6.
I don’t want to bombard you with information but what background reading do you require
right now? And how would you like to receive this? We’re
assuming at this stage that a full bells and whistles funding proposal isn’t on
the table but you need to get a feel for what and how.

7.
And number 7…? Well, I return to the wonderful Ms Osborne. However you end the conversation make
sure that you leave it with your potential donor saying ‘YES!’
Of course ideally (but not at this stage) it would be ‘YES! I will give you
trillions!’ but in reality it will be more like. ‘YES! You can email me next
week to firm up that meeting.’ ‘YES! I will come to your event on xxxx’. ‘YES!
I will tell my friend and contact Mr Richman about your work.’

And
so fellow fundraisers. Do what Karen and all successful fundraisers tell
you.

Make
sure that your donor does the talking and whatever you ask leads to a big,
wonderful YES.